7-11 is making a bold move, leveraging the fact that they are the US’s 3rd Largest Beer Distributor (who knew) and prior experience with their Yosemite Road brand of wine, a move that places them in the self branded beer market.
The launch, happening this month at stores nationwide, aims to take advantage of the current economic downturn, placing an emphasis on low cost while still maintaining quality.
While I am initially skeptical of this, I do realize there are some great low priced beers out there (STAG comes to mind), so this could actually work.
The beer itself comes in two styles:
- Game Day Light (3.9ABV and 110 calories per 12 oz) comes in two varieties.
- Game Day Ice (5.5% ABV and 115 calories per 12 oz)
Obviously a price range of $6.99 to $8.99 for a 12pack, and 24oz singles from $1.49 to $1.89 each is not going to break anyone’s bank. I just hope that it doesn’t go the route of Steele Reserve or Camo.
Another thing I like about this project, is that the brewing is being done by the 150-year-old City Brewery in La Crosse, Wis, the largest contract brewer in the nation. Not only does this help re-establish brewing in a tradition powerhouse (Hey Alby, we were just talking about that vanishing tradition), but it also puts a large player behind the scenes.
Unfortunately, there are no (GASP) 7-11s in my area. So if you see this, please chime in below in the Comments section with your findings.
We would love to hear from you.